Bastiaan de Goei

About Bastiaan de Goei

VP-level marketing leader helping SaaS and AI companies scale growth by building repeatable go-to-market playbooks, AI-powered demand engines, and category-defining brands. I unite product, sales, and brand to turn complex markets into revenue-generating opportunities.At OpenAI I am building industry marketing with a focus on enterprise and vertical use cases.At Orb, I built and scaled a blended marketing and SDR organization supported by in-house team members and external specialists. I launched a new SDR function, deployed an AI-driven demand engine, and am accountable for marketing-sourced pipeline and significant budget responsibility. I work closely with the CEO, Head of Sales, and the board to shape and execute the growth strategy.At Instabase, I created both an enterprise outbound GTM motion and a product-led growth motion, expanding verticals from early-stage efforts into market leadership. I led a blended team across SEO, content, design, and PR/AR, driving significant gains in both traffic and inbound pipeline.At AXA, I drafted and presented to the global board the strategy that led to the creation of AXA Next, the company’s global innovation unit. Later, I ran a semi-autonomous digital growth team in Silicon Valley, delivering initiatives that contributed to a double-digit increase in brand value, major tech partnerships, and a fast-growing social media following for AXA Next.My career began in private equity and strategy consulting, providing the analytical and strategic foundation I continue to apply in building and scaling marketing organizations. I hold a PhD in Business Economics from Cambridge and bring a global perspective from working across Europe, the Middle East, and the U.S.Curiosity and creativity drive me in marketing and in life. Outside of work, I am a traveler, avid reader, and active photographer.

Experience

1. Industry Marketing Leader

   OpenAI

   Apr 2026 — Present · San Francisco, CA, US

   I’m building industry marketing with a focus on enterprise and vertical use cases.

Education

• University College Utrecht

  BA (hons), Economics, Law, Political Science

  2000 — 2003

• Cambridge Judge Business School

  Doctor of Philosophy - PhD, Business Administration and Management, General

  2005 — 2008

• The London School of Economics and Political Science (LSE)

  Msc, Management

  2004 — 2005

• Erasmus University Rotterdam

  Pre-Masters, Business Administration

  2003 — 2004